美特斯邦威的品牌营销策略 毕业论文

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1、天津师范大学津沽学院本科毕业论文（设计）美特斯邦威的品牌营销策略系别：管理系学生姓名：学号：专业：工商管理年级：2008完成日期：2011-12-9指导教师：9美特斯邦威的品牌营销策略摘要：在激烈的市场竞争中，美特斯邦威作为一个国产品牌，能够经营的如此成功，相当一部分原因是由于该企业成功的品牌营销策略。美特斯邦威致力于打造一个定位准确、风格独特、特点鲜明的休闲服装品牌，并立志成为中国休闲服市场的领导品牌。它具有一套完整的品牌营销策略。从品牌定位的确定、目标消费者的选择、企业的生产经营模式、品牌的宣传

2、等措施对美特斯邦威的品牌营销策略进行分析，也可以为我国服装品牌的发展提供参考。关键词：品牌定位,虚拟经营模式,“重资产”经营模式,美特斯邦威9TheBrandMarketingStrategyofMeters/bonweAbstract:Inthefiercecompetitionofthemarket,Meters/bonweasadomesticbrand,capableofoperatingsosuccessfully,considerablepartofthereasonisduetothe

3、company’ssuccessfulbrandmarketingstrategy.Meters/bonweiscommittedtobuildapositioningaccuracy,style,featuresadistinctcasualwearbrand,andaspiretobealeadingbrandofsportswearmarketinChina.Ithasafullsetofbrandmarketingstrategy.AnalysisofMeters/bonwe’sbrandm

4、arketingstrategythroughsomemeasures,asdeterminebrandpositioning、selectthetargetconsumers、theproductionandmanagementmodeofenterprises、brandpromotion,andsoon.Atthesametime,itcouldprovideareferenceforthedevelopmentofgarmentbrandinChina.Keywords:brandposit

5、ioning,thevirtualmanagementmode,“assets”managementmodel,Meters/bonwe9目录一、美特斯邦威发展品牌营销策略的重要性·······························1（一）品牌营销有助于提升我国服装产业的国际竞争力···················1（二）品牌营销能够满足国内消费者的需求·····························1二、美特斯邦威品牌营销策略的成功原因···················

6、··············1（一）准确的品牌定位··············································1（二）虚拟经营模式·················································2（三）“重资产”的经营模式··········································2（四）成功的品牌宣传···············································3（五）成功的品

7、牌形象策略···········································4（六）美特斯邦威的网络营销·········································4三、美特斯邦威的品牌营销策略的实证调研·······························59四、美特斯邦威品牌营销策略的不足与建议·······························5五、美特斯邦威成功经验的应用·······························

8、··········6（一）美特斯邦威品牌营销策略的成功经验在行业内的应用···············6（二）经验总结·····················································7参考文献·····························································8参附录·····················································